Commissioned study by Forrester Consulting on behalf of Dell shows
companies that implement listening and digital engagement initiatives
see business returns in customer satisfaction scores, loyalty and
brand metrics

Report also finds that investment in listening is rising but still
falls far short of customers’ social media use

Through listening and engagement, Dell learned that customers want
the power to do more with technology

July 13, 2011 08:30 AM Eastern Daylight Time

NEW YORK--(BUSINESS WIRE)--Companies that launch listening and digital engagement initiatives are
rewarded with improved customer satisfaction scores, loyalty and brand
metrics, according to a Dell-commissioned
research study conducted by Forrester Consulting. Results of the
July 2011 study “Listening and Engaging in the Digital Marketing Age” on
the state of social media in US firms was released today. Forrester
surveyed 200 medium and large US-based marketers across three key
industries, including high tech, media/entertainment, and utility and
banking services.

Forrester’s study revealed that while more than three-quarters of the
companies surveyed monitor online conversations and respond to customer
feedback through social media, only 20 percent of the survey respondents
place social media at the core of their marketing plans. Technology
companies lead in integrating social media programs throughout their
organizations at nearly double the rate of media and one and a half
times the rate of utility and banking service organizations. Nearly all
the companies surveyed have specific plans to increase their social
media investments, with 73 percent planning to add employees focused on
listening and engagement initiatives in the coming year.

“Listening and responding to customers is so basic and fundamental. The
emergence of social media elevates how companies can act on the feedback
they get from customers,” said Karen Quintos, senior vice president and
Chief Marketing Officer at Dell. “As companies embark on social media,
the key is to embed it throughout every facet of the organization—from
sales to marketing to engineering to customer service to HR to finance.
For Dell, this approach ensures that our customers connect with the
experts who can address their unique issues and ultimately help them do
and achieve more.”

While making strong progress, businesses are still lagging behind their
customers, 80 percent of whom use social media:

50 percent of companies surveyed say their social media efforts are
serious but not a core function

16 percent reward customers whose ideas they use

Only 6 percent claim that their companies’ listening and engagement
initiatives are very integrated

But companies’ investment in listening is on the rise and the benefits
are tangible:

64 percent of respondents are incorporating customer feedback into
products or services

76 percent distribute customer feedback internally

31 percent are enhancing sales by offering incentive programs for
customers who engage online, including deals and discounts

The publication of the “Listening and Engaging in the Digital Marketing
Age” study coincides with the US introduction of Dell’s corporate brand
platform, “The power to
do more.” Dell began as a direct provider of great PC hardware and
has long played a key role in pioneering online commerce. In recent
years, Dell has been recognized as a social media innovator, using
online networks to connect even more deeply with customers. “The Power
to Do More” is a fully-integrated marketing campaign focused on helping
businesses and technology professionals achieve more in their daily
work. In the coming months, Dell business segments will communicate
their solutions under this overarching platform. For example, Dell’s
consumer business recently previewed its new advertising campaign
entitled “More You.”

Today, July 13 at 10:30AM ET/7:30AM PT, Dell will host a livestreamed
panel discussion, in which Guy
Kawasaki will explore “Listening and Engagement in the Digital
Marketing Age” through a panel discussion with social media experts
representing some of the best-known brands in the US, including Dell,
Comcast, REI, Twitter, and UPS. Please join the discussion live at http://www.justin.tv/dell
and ask questions live from Twitter with the #domore hashtag.

In this study, Forrester surveyed 200 US marketers to evaluate how
effectively companies listen and engage with their customers and how
these initiatives impact internal processes, performance, and metrics.
Survey participants included decision-makers and influencers in their
organizations’ listening and digital engagement initiatives. The study
began in June 2011 and was completed in July 2011.

About Dell

Dell Inc. (NASDAQ: DELL) listens to customers and delivers innovative
technology and services that give them the power to do more. For more
information, visit www.dell.com.